A study of user evolving visit behavior in mobile service using clickstream data

Ever since the Internet first emerged as a viable medium for commercial and informational purposes, the scholars began to focus on the users´ online visit behavior, in order to obtaining some yardsticks to gauge the success of online retail and content sites. However, owing to the difficulty of accessing the transaction logs, academically the click stream gold mine is underexploited. Especially, the research which based on the mobile service click stream data is still rarely, which result in the lack of theory guidance and support for the mobile Internet or content provider when they want to measure the site performance. In this research, we will use the WAP site click stream data to capture the users´ visit behavior, identify the valuable customer for the mobile internet content provider, and provide the theory guidance and support for their market segmentation decision-making.